In today’s world, when everything – information, service or product – is just a few queries away on Google-search or social platforms, internet has become the biggest influencer for the consumers and service-seekers and its influence is going to grow with every passing day.
As a doctor, no matter how much mastery you have in your field or how good your success record is, you will be recognised by your presence on internet – what people say about you on social channels or other websites, whether you have a social media profile to interact with your connections, whether Google-search recognises you?
So, no wonder, more and more health professionals are opting for digital marketing to boost their professional growth. And since you are reading this article, you obviously want to know more about it.
Knowing about digital marketing for health professionals
As a health professional, you would like that there is a steady rise in your clientele. This will depend on the quality and type of treatments you are giving to your present clients and a general perception about you and your services among those who need your services. Digital marketing helps you to build that general perception. In addition it supports you to get new clients through lead generation.
Contrary to the common perception, digital marketing for a health professional like you can be as simple or as complex as you need it to be. It can be as cheap or as expensive as you need it to be. The deciding factors are your marketing budget, where you want to take your business and at what speed and with what return on your marketing investment. But the bottom line is – nothing stops you from starting digital marketing. All options are given below in the ascending order of their complexity. You can pick one or more as you deem practical for your business.
1. Google Search AdWords
Let’s say you are a gynaecologist, located in sector 24 of Gurgaon and someone searches Google for “Gynaecologists in sector 24, Gurgaon”. Google can place your short advertisement on the top or bottom of the natural search results of first search-page depending on how your bid price is placed as compared to your competitors’ bids for the same search query.
The short advertisement can appear for a number of predefined search queries. If you want clients from other nearby sectors as well, the search queries can be added.
If the searcher clicks on your advertisement, Google charges PPC (pay-per-click) from your account. You may decide any of the following predefined actions from the click.
A) Activate a call to your clinic, for mobile users, to fix appointment.
B) Open your web page to fill up a form with his/ her contact details. The clinic will call back to fix the appointment. (The form can also offer selection from appointment-slots available in real time.)
C) Optionally, you may link the contact details with your patients’ database.
The best advantage of Google AdWords is that you can start lead generation campaign immediately within any budget you can afford.
2. Google Display AdWords
Someone who has been searching the internet for certain symptoms, diseases or treatments in recent past can be targeted as your prospect. Google will display your advertisement to such people when they visit websites covered under Google’s display network. You may decide to pay Google for cost-per-thousand-impressions or cost-per-click whatever suits you. You can use this option for lead generation or just for your brand building. Lead generation actions are same as described in Google Search AdWords.
3. Facebook/ Instagram Adverts
Facebook allows to display your advertisements to Facebook users of a targeted place(s), age group, gender or interests. You may decide any of the following predefined actions if the user clicks your advertisement.
Activate a call to your clinic, for mobile users, to fix appointment.
Open you Facebook/ Instagram profile pages with invitation to fill up a form with user’s contact details. The clinic will call back to fix the appointment. (For online appointment, the form can offer selection from appointment-slots available in real time.)
Open your web page to fill up a form with his/ her contact details. The clinic will call back to fix the appointment. (For online appointment, the form can offer selection from appointment-slots available in real time.)
Optionally, you may link the contact details with your patients’ database.
Facebook/ Instagram Adverts go well with your Facebook/ Instagram profile page marketing.
4. Facebook/ Instagram Profile Marketing
Your profile page engages your present clients and also their Facebook friends. Your profile page can be boosted through sponsored feeds on targeted users’ feed-pages so that they can visit, join or like your page thus increasing your prospective clients.
5. Content Marketing
You can have informative content/ articles on your web page so that if people searching the internet for such information find it on your website or Facebook page, then they feel encouraged to become your customers. Content marketing also goes hand in hand with Search Engine Optimisation.
6. Search Engine Optimisation (SEO)
If you have a website or want to have one, you would also want it to appear as natural (or organic) search-result on the first page of Google’s search engine with relevant search queries. This is done through search engine optimisation. It takes high expertise and a few months for your website to be visible on the first page but once it is there, your prospective clients will spot you and reach you without you having to pay anything to Google for the clicks.
We work with doctors to enable them to use digital marketing to acquire more patients.